The challenge

The campaign needed to communicate the service immediately, in a high-traffic environment where audiences would only engage with the message for a few seconds.

It also needed to make pawnbroking feel contemporary, accessible and relevant rather than distant, complicated or associated with outdated perceptions of the category.

The creative solution therefore had to be simple enough to understand at a glance, yet distinctive enough to interrupt the visual noise of the Stockholm Metro.

The concept

The format itself became the foundation of the idea.

The long, vertical digital screens resembled shop windows or full-length mirrors. I developed a concept in which people passing the screens appeared to notice their own reflection, pause and examine something they were wearing before continuing on their way.

By looking directly into the screen, the performers broke the fourth wall and transformed the advertising surface into part of the scene.

For a brief moment, commuters were invited to imagine themselves in the same position: looking at something familiar and reconsidering what it might actually be worth.

Creative direction

I developed the campaign concept, idea and storyboard, and was responsible for the complete art direction of the film.

During production, I directed the performances and choreographed each movement specifically for the narrow screen format. Timing, eye lines, pauses and gestures were carefully designed to create the illusion that the performers were interacting with the screen itself.

The result was a campaign that used the physical characteristics of the media placement rather than simply placing a conventional film inside it.

Visual identity

The campaign was created within the visual identity I had previously developed for Sefina Pantbank.

Its established colour palette, typography and graphic language gave the films a strong and recognisable brand presence, while the new concept introduced a playful, contemporary layer to the communication.

The result

The campaign turned an everyday gesture, checking your reflection, into a clear and memorable product message.

By combining the placement, format and audience behaviour into one idea, the films communicated Sefina’s offer in seconds: what you already own may be worth more than you think, and finding out is free.

Rather than treating the metro screens as passive advertising space, the concept made them feel like mirrors, shop windows and part of the surrounding environment — creating a campaign designed not only to be seen, but to catch people in the act of seeing themselves.